What Do You Mean By Brand?
February 2011 - by Jeff Nixon
If you asked 100 people in 100 different boardrooms what they meant by brand; you’d likely get 101 different answers. The responses would include some common visual identity elements – perhaps a logo, stationary, promotional items, and even a website – but that’s not all there is. If your logo and stationary help you to decide what programs and initiatives to implement, what communications tools and tactics to be used, when and who to hire or fire and how to answer the phone, I need to meet your designer.
No matter how strong your visual identity is; it is not your brand. Tools such as your logo and stationary system create your organization’s visual identity. They SHOULD personify your organization’s core values and attributes and reinforce what you stand for, but they cannot create a brand on their own.
Rebranding programs are fun, informative and energizing experiences that engage all participants. When we work with our clients, we have some serious fun and we take a hard look internally to review gaps and weaknesses that need to be addressed. It’s not just about amending your visual identity to look good; brand development and implementation are essential so your community understands how great they are and what makes them truly unique.
What do I mean by brand development and implementation? There are 7 key elements of developing and implementing a community brand:
- Undertaking a research and discussion process to support the rebrand.
- Identifying current stakeholder perceptions and associations.
- Acknowledging gaps in the community’s brand.
- Creating a shared vision for the future.
- Developing a strong visual identity.
- Acting to eliminate gaps, change beliefs, and strengthen positive perceptions.
- Measuring and evaluating outcomes.
Jeff Nixon is a senior consultant at Synergist Communications (www.synergistcommunications.com). He is an expert in strategic place branding and takes pride in helping organizations to improve public perception, encourage investment, and create a better community through effective brand management. Follow on Twitter @Jeffrey_Nixon.